Running a company online can be a tricky business. There are so many things to consider in order to give yourself the best chance of survival. As well as the ordinary day to day tasks that a regular bricks and mortar business needs in order to function, there are other considerations to factor in such as the important matter of your website’s SEO and content marketing in order to build up awareness of your products and services.
SEO plays a role in your content marketing strategies and is a delicate art to master at the best of times. Unfortunately, it is an art that few of us can ever hope to fully master, especially when the playing field is constantly changing. By the playing field, I am referring to the search engine Google that we all have to be found on, if we want to have a successful online business. Algorithm changes in the form of ‘Pandas’ and ‘Penguins’ are constantly coming into force. This means that business owners need to constantly update their SEO and content marketing strategies or find themselves at a severe disadvantage overnight.
As Google makes updates to its algorithms it is possible that your SEO techniques become redundant or possibly even begin to hamper your efforts.
These are just a few of the updates that Google have released in 2012:
- Page Layout – This was effectively designed to target websites that showed too many advertisements above the fold.
- Penguin – This algorithm update is designed to penalise content which has been “keyword stuffed”. It now analyses content based on its quality rather than the keywords.
- Landing Pages – Google made updates in order to detect the quality of a website’s content and made improvements to related-queries.
These are just a few of the changes that have been made in the last few months and if you are on top of the game when it comes to SEO it is likely that you already knew about these. What this demonstrates however is that SEO is dynamic. Some changes are minor and require just a few minimal adjustments to your website and marketing strategies in order to offer continued effectiveness. Other updates are quite drastic and you could find your website and all your marketing content at the bottom of the pile within a matter of days.
There is no simple solution to navigating the SEO minefield but if you start with great content for your marketing and a website that is well laid out with a constant supply of useful, original and relevant information for visitors, then the battle is well on the way to being won.
Google algorithm updates are mainly designed to force website owners into providing the best and most relevant content to internet users. Those that already put a lot of effort into this aspect of their online business will not be overly concerned with the changes in the playing field because it is so much easier to adapt.
If you want help with your Digital Marketing Strategy, call me and we can discuss how you can effectively start planning.
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*Editor’s Note: This post has been updated on August 2020 for accuracy.
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